reflection essay

Integrated Marketing Overview

Ryan Zaar

March 20, 2019

Print / Digital / Social Examples

2

Integrated Marketing Communications (IMC) Framework

3

Brand

Category

Lifestyle

Target

Marketing Ecosystem

4

Marketing

Advertising

Research / Planning

Website

Social Media

SEO / SEM

Collateral

Events

Mobile

Thought Leadership

Email Marketing

Direct Marketing

Public Relations

Marketing Funnel

5

ADVOCACY

REPEAT

ACTIVATION/PURCHASE

CONSIDERATION

AWARENESS

IMC Process Overview

6

Team Meeting/

Identify Goals Brand

Category / Competition

Target Establish Budget

Identify Possible

Solutions

Develop Creative Brief

Kickoff Meeting

Finalize deliverables &

Timing

Media Planning /

Buying

Creative Concepts /

Storyboards

Finalize Copy and Creative

Approvals Submit to

Media Outlets for Placement

Measure Results

What is a Brand Positioning?

• The connection between what the target wants or needs and what the brand offers to them

• The foundation of the marketing communications strategy and played out in every communication touch point

• A concise framework to capture and organize the target insights, the competitive set and the brand’s benefits and supports

• Offers a distinctive and unique proposition and stands out from the competitors

• What the target remembers and plays back upon hearing the brand name

7

Positioning Template

“To (target), Brand X is the brand of (Competitive set) that (benefit) because it

(support), (support), (support).”

8

Evaluative Criteria

• Meaningful

• Believable

• Differentiated

• Actionable

• Impactful

• Creative Potential

• Sustainable

9

Brand Foundation

• What are the brand’s strengths, weaknesses, opportunities and threats?

• What is the tone / brand personality?

– How does the brand act, look and feel? (Brand attributes)

• What are the functional features and benefits of the product or service?

• Who are the primary and secondary competitors?

• Who is the target(s)?

• Are there B2B vs B2C components?

• What are the available communication platforms?

10

SWOT Analysis

11

Strengths Weaknesses

(Internal)

Opportunities Threats

(External)

SWOT Analysis

Strengths

• What are the brand’s greatest strengths?

• What does this brand do better than others?

• Any unique points of differentiation?

12

Weakness (Internal) • What are any known

weaknesses?

• What might others view as weakness?

• What do competitors do better than this brand?

SWOT Analysis

Opportunities • What opportunities could be

capitalized on?

• Could changes in the economy or industry impact this company?

• What trends or conditions could positivity impact this brand?

• What market, product or business developments could happen?

13

Threats (External) • Are they any threats on the

horizon?

• What is driving these threats?

• Could changes in the economy or industry impact this brand?

Understanding the Competition

• Who are the primary and secondary competitors?

• What are their strengths?

• What are their weaknesses?

• How is each competitor positioned?

• What are their taglines?

• Is digital or print advertising available?

• What is their social media presence?

14

Competitive Landscape

15

Primary Competitors

Secondary Competitors

Understanding The Customer Journey

16

Ask friends &

family

Research online

Read reviews

and social media

Visit the store

Purchase online

Purchase Process: I’m looking to purchase a new laptop

What Makes Your Target Tick?

• In a phrase or two, who is your target?

• What are they seeking from the category?

• What do we know about the target customers as people?

• What is their existing connection to the brand or product/service?

• What are the most influential touch points throughout the customer journey?

17

Target Insights

18

Demographics Values Sought Psychographics /

Lifestyle

Product Usage Media Activity/

Social Media Barriers to Use

It’s All About the Research

Primary

• Surveys (in-person, email or phone)

• In-person interviews / focus groups

• In-home interviews

Secondary

• Online searches

• Social media audit – all channels

• Website audits

• Syndicated Data (IRI/Nielsen)

• Competitive media and spend

– www.moat.com

19

What’s a Creative Brief?

• A roadmap to develop all communications for the brand – TV, Print, Radio, Video, Online, PR, Social and Collateral Material

• The Planning/Strategy group is the author of the brief and ensures the consumer insights are reflected in the brief.

• Formats vary across the board

• One page is ideal

20

Creative Brief Questions

• What is the objective? What are we trying to accomplish?

• What are the deliverables?

• Who is the target(s)? Are there multiple targets?

• What do we want our target to do?

• Why does the brand exist?

• What is the tone / brand personality?

• What is the single-minded idea?

• What do we want our target to think, feel or believe?

• Why should they believe us? (benefits / supports)

• Are there any creative guidelines or legal mandatories?

• How do we measure the results?

21

Finding a Great Tagline

• A tagline is a small sentence, ideally less than five words, that says all that you are

• Concisely if you told someone what the company does

• A natural extension of the company’s positioning statement

• Differentiates from the competitors while expressing the company’s personality

• Adds consistency to marketing communications

• Engages your audience

• Can be somewhat aspirational and also inspirational

• Memorable, but could be dramatic

• Can stand the test of time

22

Tagline Examples, Guess the Brand

• Just Do It

• Got Milk?

• A Diamond is Forever

• Tastes Great, Less Filling

• I’m Lovin’ It

• Melts in your mouth, not in your hands

• You’re in Good Hands

• Have it Your Way

• The Ultimate Driving Machine

• Eat Fresh

23

Tagline Evaluation

• Is this tagline meaningful?

• How appealing is this tagline overall?

• How clear is the tagline? Easy to comprehend?

• Does it fit with the company?

• Is this unique to company?

• Does this tagline change your opinion of the company? (positive, negative or no change)

• Is this believable?

• Is there creative potential?

24

Questions?